May 7, 2015
By Kara Hoffner
ROI, Marketing Strategy, Healthcare Marketing
ROI may be the Holy Grail of healthcare marketing, but it doesn’t have to be as elusive. Learn how we restructured an Ask the Doc campaign to get to an accurate ROI for Holy Cross Hospital.
May 1, 2015
By Jason Brown
Product, Service, Customer Service, Health System, Healthcare
Does a great product trump customer service? Not for most health systems. Can patients expect to receive quality care from both you and the competition? If so, your health system is probably a commodity and a great product alone isn’t enough. Get insights from BPD’s own customer service path as well as ideas for becoming the “Ritz Carlton of health systems.”
April 23, 2015
By Phil Smith
Transparency, Risk Taking, Digital Marketing, Marketing Strategy
Over the past few years, McDonald’s has added a new ingredient to its marketing strategy: Transparency. We take look at the campaign, the market forces behind it and its likely ROI. Plus, what lessons we can apply to hospital and healthcare marketing.
April 17, 2015
By Gayle Toth
Marketing Goals, Marketing Strategy, Marketing, Healthcare Marketing
We’ve all had to fight the good fight—balancing what’s needed for our brand strategy with what’s politically desired by our internal stakeholders. Here are six strategies to help you execute campaigns that succeed in marketing to your target audience instead of just pleasing internal stakeholders.
April 9, 2015
By Gina Wanless
Discovery, Project Management
Ah the discovery phase… all that time spent talking, analyzing, scoping… It’s tempting to consider just skipping (or shortening) the discovery phase and trying to execute your project more “quick and dirty.” But there is really no such thing. And the time you spend in discovery now will save you time (and money) later. Here’s why…
April 2, 2015
By Paula Rae Forastiero
Blogging, Content Strategy, Healthcare Marketing
Looking for some ideas for your healthcare blog? Get four tips to help you find your next, highly-engaging topic: Forget what you know, Focus on Failure, Mine your connections and Stop when you’re done. It sounds simple enough, right?
Learn how to use these four blogging tips to engage your readers and keep the fresh ideas flowing.
March 26, 2015
By Gayle Toth
Onsite Marketing, Hospital Marketing, Healthcare Marketing, Marketing Strategy
So many of Hospital Marketing teams’ strategic planning discussions revolve around activities that only focus on getting patients in the doors of the hospital. Of course, this is extremely important--patient volumes keep those doors open. But what happens once they are in the door?
March 19, 2015
By Jessica Schmidt
While hospitals undergo profound changes to improve patient emergency room experiences, one thing still rules ER campaigns: Branding.
March 12, 2015
By Jeff Goldman
Risk Taking, Healthcare Marketing, Marketing Strategy
You’re a healthcare marketing director. You’re standing over a table of proposed ads, looking for a few to run in the upcoming months. Most of them are exactly what you would expect: the same message you usually run, the same language and the same visuals.
March 5, 2015
By Jessica Schmidt
Local Marketing, Social Media
I admit, I like McDonald’s marketing; I have even before I knew what marketing was.